Strategic brand management 4th edition. Aqualisa should accept products that are returned within 6 months if there is any problem with installation or product without any conditions. Quartz is a new product for Aqualisa, and hence identifying the characteristics of their existing customers is important. As such, the ease of installation makes it attractive for the most novice customer. But, within this individual customer category there are sub-segments based on varying needs. The problem is not that sales are low, but the reasons why sales are not as expected. The incentive should be giving the Quartz shower to every participant because when they try it, they will get over with the skepticism toward technologically new products — at least for Quartz.
Product and Brand Management. About project SlidePlayer Terms of Service. As for now, Aqualisa should not focus its resources on the trade shops and plumbers. But, within this individual customer category there are sub-segments based on varying needs. He is re-evaluating their existing strategy regarding the overall positioning of the product, distribution channels and effectively pricing and promoting Quartz.
Conclusion Aqualisa has truly developed a product stury is going to lead the market – however has faced challenges in terms of effectively positioning it and delivering it to the end customer.
Aqualisa can reach and convince plumbers to use Quartz by implementing the followings: Aqualisa should accept products that are returned within 6 months atudy there is any problem with installation or product without any conditions. To make this website work, we log user data and share it with processors.
Comparing Aquavalve Value to Quartz Standard: However, Quartz flexibility of installation makes it a DIY product. The problem is not that casee are low, but the reasons why sales are not as expected.
Aqualisa Quartz Simply a Better Shower Strategic Marketing Case 2
Sales will automatically be increasing by getting plumbers to select Quartz for this consumer segment. Style is what dominated their selection. The ‘itch to think big’ leading to adoption of such calculated riskier alternatives will lead Aqualisa to success. The challenge for Aqualisa is in effectively communicating to its customers and making them dase of the fact that they have developed such a product, before their competitors catch up. Once the customer has ‘seen’ the benefits, the product is sold and the ‘love it’.
First of all, trade shops focus on demand and they do not have time to explain the benefits of the new product. This also includes a category of customers called DIY, consisting mainly of landlords and apartment dwellers – who install and select their own showers. The only product offered by Aqualisa for this category was Aquastyle at Developers: They do not require showers that have premium valves because the new aquaoisa are built with high-pressure systems.
Hence, it is suggested that Aqualisa concentrates more on exploiting these three channels for the next six months i. Even though quarfz suggest Quartz, some quarrtz conscious consumers might not want to buy it because it is relatively expensive compared to other brands in the product category.
As pointed out in the case, once plumbers use the new Quartz, they are immediately a convert i. Aqualisa should invite plumbers and developers from all over the country for a weekend conference to present the benefits of the new product and demonstrate the ease of installation.
But, that was 20 years ago and we have seen a great deal of technological advancement. However, sales have not picked up since the four months of its launch.
Aqualisa Quartz by Kevin Lehman on Prezi
Strategic brand management 4th edition. It was developed after undertaking a thorough market analysis and identifying the problems in existing products resulting in a product that ‘customers actually want’ The product is offered in two models – the Quartz standard not requiring a pump to boost water pressure and Quartz Premium including the pump.
As mentioned earlier, the consumers’ knowledge of showers is very limited. Branding and the Marketing program. Shower market is consists of customers who are quite uninformed about the showers and do understand the product options.
(DOC) Aqualisa Quartz Case Analysis | Firat Sekerli –
Rawlinson quargz out that targeting the customers directly with an ad campaign will cost about 3million to 4 million over two years and is very difficult for a company with net profit of about 17 million. The demonstration and presentation will be quqrtz by plumbers who used the product before. Remember me on this computer. It highlights certain challenges that Aqualisa currently faces with Quartz and subsequently providing recommendations. I believe that the best solution for Aqualisa is to focus on plumbers because they are the primary customers of trade shops which has the most sales volume in the U.
The company spent almost 3 years and 3. Aqualisa offers its products through a wide range of distribution outlets – from trade shops, showrooms, DIY Sheds, plumbers and contract outlets.